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Case Study: Kellogg's

Since 1996 Kellogg's has partnered with the Amateur Swimming Association (ASA) supporting a 'grass roots to gold medals' programme of swimming to encourage more people to learn to swim and get active.

In 2008 Kellogg's built on this heritage with the launch of the Free Swim programme.

Kellogg's is aware that an active lifestyle is key to improving and maintaining good health, and through research discovered a significant amount of girls and boys aged two to 15 were not meeting the Government's targets for the recommended levels of physical activity.

As part of its work with the ASA, Kellogg's has set up over 40 community projects to address specific local barriers to keeping fit including: transport for rural communities; women-only sessions for women and children from ethnic minorities; and specialised teaching for disabled children.

Kellogg's also identified cost as a barrier for consumers, so the Free Swim scheme was designed to remove this barrier by offering one free swim voucher with every promotional pack of cereal. This led to 923,000 free swim vouchers being redeemed.

Kellogg's also launched its Family Swim Challenge, which further strengthens the campaign to get more people swimming.

Silver Award Winner of 2009 Community Partnership Awards: Culture, Media and Sport Category

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More Information

Kellogg's has won Community Partnership Awards in this category since 2006: View past Kelloggs case studies.

• Community Partnership Awards
• Winners 2009 - Community Partnership Awards

FDF has published a booklet Community Partnership Awards 2009 (pdf, 916kb) featuring a range of company case studies from Community Partnership Award winners.